By Moses Leos III
From the cherry pie slice atop the Texas Pie Company, to the city’s detailed and rich history, there is much Kyle residents can think of that make the city stand out.
But what exactly makes Kyle a destination? What should the city brand itself?
For Kyle City Manager Scott Sellers, finding those answers could go a long way towards establishing a specific identity for the city. Finding and building around those topics is what Sellers said is the future for Kyle.
“Ultimately, we want the city to develop around an identity,” Sellers said.
The idea of creating a brand began when Sellers first took office in January. His goal was to gain as much public input as possible toward creating that brand.
One of his first steps was to send out a citizen survey. The survey was distributed within citizens’ monthly utility bills. The link was placed on the city’s Facebook page and Twitter handle.
It was six weeks ago that the city rolled out its StyleKyle.org website. The website was developed in tandem with the citizen survey. While it wouldn’t create a “dynamic response,” Sellers said it could help create discussion on what the city’s brand should be.
“It’s an opportunity for citizen discussion and to see which destination concept was embraced by the citizenry as a whole,” Sellers said.
It also would help the city find out what they need to bring in to improve the city.
“We’ve only developed 32 percent of available land,” Hendrix said. “We still have large chunks of land to develop into theme park or museum or campus or anything we want.”
According to Hendrix, the survey results were tabulated on Friday. He said they would be given to the city council during its first budget workshop on Saturday.
At this time, Sellers said there “hasn’t been a good, comprehensive discussion of those results.”
But thus far, Hendrix said the website has created some discussion among those interested in a brand.
He said much of the discussion has focused on Kyle’s heritage.
“That’s good, but we’re looking for things outside of the box,” Hendrix said. “A lot of towns have that heritage. We are looking for things outside of what most towns have. A single identifiable thing to latch on to.”
Sellers said he hopes the city can generate the brand and the destination while they shape the fiscal year 2016 budget.
The goal is to “roll the brand out in front of the budget process” and place an element of funding behind it.
However, no budget figure has been envisioned at this time.
In addition, Hendrix said finding the correct brand is imperative. It extends to future signage, graphics and other elements.
Having a recognizable brand will be one factor the city takes into account. Having a product that people can get behind is equally important.
“The other part is showing (people) what we do every day,” Hendrix said. “What will their experience be like? What will they take out of here and bring to their families.”
Along with the website and survey, the city has also taken several other steps to gain public outreach.
The city has budgeted for a possible monument sign.
Certain funding has been applied to a Public Government Access Channel through Time Warner Cable to help roll out with the brand. Hendrix said it could feature city council meetings and public service announcements.
Approximately $130,000 has been put away for the channel, which would be available through Time Warner Cable. However, the city would have to meet and establish certain requirements, such as coming up with original programming, to start pulling money for the channel.
But for Sellers, coming up with a brand that’s distinctly Kyle is the goal.
“You have to be careful that the brand you come up with could apply to any other city across the country,” Sellers said. “That why we want to find unique brand to Kyle.”
